Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

Some of the most targeted communications are those of direct marketing: marketing targeted directly to a specific target audience. Unlike traditional or mass advertising the desire for direct
If you were responsible for media placement of the “Angel in Red” campaign, do you think the spots would be better suited by running on the same billboard every week, or by appearing on different
What are the principal categories of transit advertising?
If, at the time of the launch of the “Angel in Red” campaign for Garcia’s Irish Pub, Crowley Webb & Associates had decided that a transit medium would have better suited the campaign, would the
Dove used billboard advertising in Great Britain to great effect by featuring ordinary women of all shapes and sizes posing in their underwear. As you might expect, the campaign attracted a great
For Dove, as for many beauty products, packaging is extremely important. Dove beauty bars are typically packaged in elegant, simple packages that feature Dove’s trademark white and blue colors (you
Which advertising objectives are the outdoor media most suitable for?
Promotional specialty items are, perhaps, one of the oldest forms of media. Though consumers do not always think of these items as “advertising,” they most certainly are—being clearly composed,
As you have learned in this chapter, out-of-home advertising and communication have been a mainstay in consumers’ lives for quite some time. The outdoor advertising industry certainly makes up the
Go to the following Web sites that host critical commentaries of advertising and marketing. Using what you have learned in Chapters 1, 2, and 3, analyze the content of the Web sites and articles:
Ad agencies often specialize in a particular type of business or focus on a special market and/or consumer. Visit the Web sites for the following agencies:■ Bates/Lee: www.bates-lee.com■ BBDO:
The advertising industry is truly vast, and advertisers and their agencies focus on a wide range of businesses in a broad scope of markets. Visit the following Web sites and familiarize yourself
After visiting at least three of the Web sites listed in Exercise 1, develop a mission statement for two hypothetical new advertising agencies. The first agency is small, has an irreverent edge, and
Visit the Lost Ring game at www.thelostring.com. The site has a rather surprising corporate sponsor (you can find it if you look carefully) mentioned frequently. What purpose does this site serve for
What is marketing, and what is the role advertising plays in the marketing process?
Your task here is to evaluate advertising in two product categories: food and technology. For each set of ads (Dannon and Taco Bell in food; Apple iPod and iPhone in technology) determine:1. What
Describe an incident of cognitive dissonance that you (or someone you interview) felt after a significant purchase. Discuss the feelings generated by this purchase and what happened to those
Understanding consumer behavior is essential to the contemporary advertiser. Browse the Web sites listed below, keeping in mind what you learned about culture/subculture, social class, reference
How does advertising for the Red Cross compare with the standard definition of advertising?
This first AdForum exercise will give you an opportunity to view a large number of great ads and then test your knowledge about some concepts introduced in Chapter 1. You can find the ads in the
Select a print advertisement that you find interesting. Working backward from the ad, see if you can determine what the marketing strategy of the sponsor might have been and how the ad fits into that
In Chapter 1, you learned about the standard definition of advertising and the various roles and forms that advertising can take. Browse through the following Web sites and discuss what type of
Watch three television ads and examine them for literary form. Do they take the form of autobiography, narrative, or drama? For each ad, discuss why you think its creator chose this particular form
Barack Obama’s “True Colors” ad explicitly references a famous Lyndon Johnson ad. If you have an AdForum subscription, view his ad. If not, you can easily find it on YouTube. What do you think
Reread the brief account of Sharon and her discovery of a new clothing store. How do you think Green Threads used IMC in its communications with consumers like Sharon? What kind of message would
What are the two broad categories of target markets?
In addition to consumer advertising, what specific form of business advertising would a pharmaceutical company be likely to employ?
Identify a social problem at your school that has had an effect on your life in the past few months. Then create a print demarketing advertisement that addresses this problem. The ad should have a
Visit the Web sites that follow for readings on the economics of advertising. After studying them, do you believe advertising primarily promotes monopoly or does it foster many buyers and
Visit the following Web sites to see what else you can learn about the early advertising efforts of companies here and abroad. Can you find some early ads for Kodak? Coca-Cola?Sunkist? Who are some
Volkswagen’s advertising from the early 1960s was clearly quite different from that of its competitors—perhaps because of its decision to pair copywriters with art directors, a partnership that
How does advertising lower the cost of sales?
Some Coca-Cola investors want the company to spend more on advertising products in growing categories, such as sports drinks, and less on trying to revive consumer interest in full-calorie soft
After stirring up consumers’ emotions and shaking their faith in the company by introducing New Coke, company executives have been treading somewhat lightly for the last 20 years. Do you think
What has been the most important influence on advertising in the postindustrial age?
Strong language? Nudity? Stereotypes? They are all represented in the ads you will review for this AdForum exercise. Why do advertisers court controversy by producing potentially disturbing,
Where is the socially accepted line between “erotic suggestiveness” and “explicit sexuality” in advertising? Describe three hypothetical ads: one that is safely suggestive, one that is as
The FTC’s Division of Advertising Practices protects consumers from deceptive and unsubstantiated advertising.Review what you have learned by exploring the policies and guides available on the
How well do you think Nike handled the Michael Vick controversy? Is a company responsible for the actions of an athlete that endorses its products? Why or why not? Should Nike have fired Vick sooner?
What do you think of the actions of Don lmus’s sponsors? Imus apologized repeatedly for his comments. Should the advertisers have stuck by him? What were the concerns of the advertisers about
Gather several lingerie catalogs (such as those of Victoria’s Secret and Frederick’s of Hollywood) and several magazines like Maxim and Stuff. Compare the photography, themes, amount of skin
Calvin Klein and Abercrombie & Fitch get free publicity when their advertising campaigns draw protests. At what point does controversy become a negative externality rather than a positive boost?

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